HDFC Standard Life Unveils new Campaign

Mumbai: HDFC Standard Life has unveiled a new campaign featuring Rajasthan Royals players - Shane Warne, Yusuf Pathan, Munaf Patel, Kamran Khan, and Swapnil Asnodkar to promote and propagate 'Self Respect,' or living life with head held high. The campaign captures the essence of self belief, pride, and confidence through a journey of the life of these players and depicts how these players have been able to achieve success despite all odds. The video blends the common values (to both HDFC Standard Life and Rajasthan Royals) - self respect or living life with head held high with each of the success stories of these players.

HDFC Standard Life is the Associate Sponsor of Rajasthan Royals in the third season of the Indian Premier League (IPL 2010).

Commenting on the new campaign, Mr. Sanjay Tripathy, Executive Vice President and Head, Marketing, said, "Our association with Rajasthan Royals is aimed at bringing to the fore our common values - self respect or living life with head held high. And the campaign is a natural outcome of our effort in propagating the values of self pride, confidence, and self belief."

HDFC Standard Life's new campaign takes slice of life instances where the players have strived against all odds to succeed in their passion to play cricket. Each of them have overcome all hurdles and challenges that life has thrown at them, but how they have never given up hope. They have always believed in themselves and their ability and arrive at this point of their lives without depending on anybody else - A true moment of pride. The HDFC Standard Life communication captures these moments in the player's lives and salutes this sprit of the players through this campaign.

HDFC Standard Life plans several activities in the coming months along with Rajasthan Royals. Some of them include financial planning sessions for the young players in the Rajasthan Royals team and lots of other on-ground initiatives.

This campaign has been conceptualized and scripted by Leo Burnett and directed by Sanjay Shetty from Opticus. The campaign would be on air across major television channels from this week.